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Helsingin Sanomat: Emotion Cube

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People can react to news in very different ways. What sounds good to one might be upsetting to the next. On Kamppi Square, Helsinki, journalism turned into art with an interactive experience – the ‘Emotion Cube’ – reflecting those feelings with pulsating, colored light.

Created by hasan & partners and produced by Perfect Fools for Scandinavia’s largest newspaper, Helsingin Sanomat, the Cube is part of a campaign designed to remind readers about journalism’s power to evoke emotional responses. By sharing their feelings via web or mobile, the readers’ combined mood is translated into one of eight emotions, each of which makes the Cube pulsate in a specific color, while the emotion’s written name glows from within the Cube. The 4 meter high Cube is constructed from milky plexiglass, and powered by 200,000 lumens of pure light – more than enough to brighten up the feelings of passers-by in the dark Scandinavian winter.